WATCH PRICES: the great upheaval

Tension on the price
front is indicative of the
current situation in the watch
industry.

D

uring the past ten years, we have
witnessed an “explosion” at several
levels – prices, styles, a multiplication of
innovations, an acceleration in the pace of
launches.

This “explosion” has left brands, retailers and
consumers bewildered and disorientated and has
saturated the markets.

At the same time, traditional distribution has been turned
upside down, both by the proliferation of brand boutiques and
by new uses of digital technology.

Customer volatility and nomadic purchasing habits have increased.

The simultaneous arrival of smartwatches has added to the confusion.

Saturation has triggered a certain disenchantment with – or even a disavowal of – watches.

Image by Fabian Oefner - disintegrating Porsche 956R

“Disintegrating Series” by Swiss
artist Fabian Oefner is a suite of images
of high performance cars that appear
to have blown apart. The series explores
essential questions about the relationship
of time and reality, ultimately creating a visually
rich rendition of a moment that never existed.
His work can be seen at M.A.D. Gallery
Geneva and on fabianoefner.com.